The anniversary celebration should strengthen the bank’s brand and reputation and achieve widespread impact, but it should also involve employees as ambassadors and stakeholders.
STRATEGY & SOLUTION
SGKB marks its anniversary with a celebration not of itself, but of the region. To this end, the population is encouraged to take part in a competition and come up with new ideas that will have a lasting, positive effect on the bank’s future and their as well.
The response to the ideas competition is overwhelming: out of 338 project ideas (600,000 site visits and over 53,000 votes), 40 are selected for implementation. The anniversary has been a talking point across SGKB’s market region since January 2016. A majority of the over 1,200 employees are also involved in the anniversary activities.